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Successful Product Management (Sales & Marketing Series)

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In this second edition, Stephen Morse focuses on the skills and techniques the product manager needs to be effective. It offers a practical approach to the product management system, covering all aspects of the tasks. The detailed examples and checklists will assist all product managers whether they are new to marketing or adapting their role as product managers.

Author(s): Stephen Morse
Edition: 2nd
Year: 1998

Language: English
Pages: 150

Marketing in Action Series......Page 8
Preface......Page 9
1 The Need for Product Management......Page 11
2 The Role of the Product Manager......Page 18
3 Developing the Product Plan: The Market......Page 29
4 Developing the Product Plan: The Product......Page 44
5 Developing the Product Plan: Strengths and Weaknesses......Page 69
6 Developing the Product Plan: The Marketing Mix......Page 76
7 Developing the Product Plan: Communicating with Customers......Page 84
8 The Product Life Cycle......Page 103
9 Managing the Brand......Page 111
10 Developing New Products......Page 116
11 Control and Communication......Page 137
Bibliography......Page 154
Index......Page 157